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Social media is defined as “forms of electronic communication (e.g., social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content” (asamonitor.pub/3y9rAVf). Its origins can be traced back to the United States Department of Defense, which developed a digital network to support communication between scientists at different institutions (asamonitor.pub/3JT2egY). The advent of social media brought about an entirely new vocabulary. Words like viral, reach, engagement, and influencer have taken on new meanings. The effect of social media on health care has been broad, with benefits such as free, open access medical education (FOAMed) and patient advocacy. These benefits, however, are couched against risks such as disinformation, unprofessional content, and Health Insurance Portability and Accountability Act (HIPAA) violations. One of the more promising and positive aspects of the intersection of health care and social media is its ever-increasing role in fostering professional relationships and virtual mentorship.

The COVID-19 pandemic created a rapid acceleration in the necessity of leveraging digital, remote solutions. For example, graduate medical education training programs quickly pivoted to virtual interviews and virtual program meet-and-greets due to social distancing mandates. Medical students and trainees also pivoted to better prepare for online interview formats (Ann Surg 2021;274:232-3). Medical training programs needed to bolster their online footprint to better attract and educate prospective applicants, trainees, and staff (JMIR Med Educ 2023;9:e39831; J Grad Med Educ 2021;13:134-6). Academic departments turned to solutions such as virtual grand rounds to ensure the health and well-being of the clinicians who were a critically essential resource during that stressful time. As aspiring anesthesiologists turned to social media and other online platforms to educate themselves about the field of anesthesiology, they were exposed to health care professionals who also chose to increase their digital footprint.

Social media has emerged as a powerful tool for democratizing access to mentorship opportunities. It facilitates networking and collaboration, breaking down traditional barriers to mentorship. By leveraging social media, the anesthesiology community (and the medical community at large) can foster a culture of inclusivity and accessibility in mentorship, ultimately contributing to greater equity, diversity, and inclusion within the specialty. Social media can help overcome disparities or lack of access to mentors, especially underrepresented in medicine, or URiM, mentors who may not be at the same institution or even in the same state.

Anesthesiology, like many medical specialties, has a lack of diversity within its professional ranks (Int Anesthesiol Clin 2021;59:81-5). In 2019, according to the Accreditation Council for Graduate Medical Education (ACGME), 0.3% of anesthesiology residents identified as Native American, 5.9% as Black, 7.8% as Hispanic, 24.7% as Asian, and 58.9% as White; women accounted for 33% of anesthesiology residents (Curr Opin Anaesthesiol 2022;35:208-14; Anesth Analg 2022;134:1166-74). Mentorship is essential to continue making progress in terms of equitable representation (Acad Med 2016;91:987-93). The presence of URiM mentors on social media helps counteract the adage you cannot be what you cannot see by providing visible, relatable role models for URiM learners and trainees.

Social media serves not only as a platform for visibility but also as a space for nurturing mentorship relationships that are crucial for career development and professional advancement. The challenge of diversifying the field of anesthesiology has been described as a “leaky pipeline,” with the gradual loss of URiMs starting as a trickle at the very beginning of the education process. These “leaks” continue from entry into medical school to applying for residency and advancing into more senior roles in academic medicine (Acad Med 2016;91:987-93). This phenomenon begins with under-resourced school systems, followed by systematically biased admission processes where potential URiM candidates might be deterred or disadvantaged (Acad Med 2017;92:365-9). Such biases not only affect immediate opportunities but also shape broader perceptions and aspirations among URiM learners, who might opt out of specialties like anesthesiology due to a perceived lack of belonging (Anesth Analg 2023;137:800-2). Once within the system, retention becomes a critical challenge as URiM anesthesiologists may face lower compensation, less academic advancement, and biases, leading to higher burnout rates (JAMA Pediatr 2022;176:935-7).

In the context of mentorship, equity refers to the fair distribution of support and guidance regardless of factors such as gender, race, socioeconomic status, or geographical location. Addressing disparities in mentorship is essential for fostering equity, diversity, and inclusion in anesthesiology. By recognizing and mitigating barriers to mentorship, medical professionals can cultivate a more diverse workforce that is representative of the communities they serve. Equity in mentorship promotes individual success and contributes to the advancement of the specialty by harnessing the full potential of talented individuals from diverse backgrounds (Anesth Analg 2023;137:800-2).

With the big push toward adopting more virtual communications and relationship-building due to the COVID-19 pandemic, mentorship must evolve and so must the roles social media influencers play in amplifying mentorship initiatives (Acad Psychiatry 2022;46:774-9). According to 2024 data from the PEW Research Center, roughly 75% of adults under 30 years of age used at least five social media platforms. Notably, 78% of 18-29-year-old adults used Instagram, and 62% reported using TikTok (asamonitor.pub/3QDMgLD). Some have argued for looking to social media for lessons in making mentorship more accessible (asamonitor.pub/3WxFs60). With increased adoption and use of social media, there are opportunities to reimagine mentorship and utilize the platforms for more impactful virtual connections.

Anesthesiologists who are active as social media influencers can leverage their expertise and influence, giving access to learners/trainees and other anesthesiologists. Virtual connections allow for mentorship opportunities with individuals who share similar interests and/or lived experiences, effectively eliminating some barriers and improving access to mentorship. The connections created by social media are not limited or hampered by distance (J Grad Med Educ 2020;12:535-8). Platforms such as X and LinkedIn offer users opportunities for mentorship by increasing access to information and education, career opportunities, and community (J Grad Med Educ 2020;12:535-8). A concern is the role of the “minority tax,” in which URiMs are often tasked with championing diversity efforts and taking on heavier workloads in mentoring and advising, which can be burdensome. Social media allows for a greater opportunity to look beyond one’s own institution for mentorship, which may enhance mentorship opportunities and better divide the workload among URiM mentors.

“Social media breaks down traditional barriers to mentorship by enabling connections that transcend geographic and socioeconomic boundaries. Through these platforms, aspiring anesthesiologists, trainees, and clinicians can engage with mentors across the globe, share experiences, and access a wealth of educational resources.”

Arora and colleagues showcased how social media may be utilized for mentoring, promoting equity, and amplifying the work and voices of URiMs. The study revealed that high-achieving minority youth in a scientific research pipeline program showed increased interests in careers in clinical research by peer-shared videos on social media (JMIR Med Educ 2020;6:e16392). Unsurprisingly, peer-shared content is thought to be validated and presumed to be more entertaining. Board-certified health care professionals who are also influencers can be leveraged in a similar manner as trusted voices and expert authorities to help improve mentorship in medicine in an inclusive and more equitable fashion.

Social media breaks down traditional barriers to mentorship by enabling connections that transcend geographic and socioeconomic boundaries. Through these platforms, aspiring anesthesiologists, trainees, and clinicians can engage with mentors across the globe, share experiences, and access a wealth of educational resources. Moreover, mentors can reach a broader audience and connect in innovative ways, such as hosting virtual seminars, question-and-answer sessions, or interactive medical case discussions.

A key driver for social media success is engagement. Creating viral campaigns has been an effective way to facilitate mentorship, bring awareness, and drive involvement. Campaigns such as #BlackMenInMedicine and #HeForShe have successfully increased visibility and support for URiMs. The cofounders of #BlackMenInMedicine hoped to provide visible role models of Black men in medicine and provide support, mentorship, and sponsorship, among other things (asamonitor.pub/4ackiNG). According to the Harvard Business Review, a benefit to viral marketing campaigns is the ability to “generate high levels of social engagement, sharing, and brand interaction, which can lead to sharp increases in digital brand advocacy” (asamonitor.pub/4dAaRur). By adopting some of these concepts from the business world, social media influencers’ reach and engagement can help bring awareness to important issues and amplify the voices of UriMs, which may similarly increase awareness and advocacy.

To replicate similar success in terms of leveraging social media for mentorship and to promote equity in anesthesiology, physicians must embrace it and establish an online presence. Enhancing one’s digital footprint allows for opportunities to engage with communities and foster relationships.

Social media has evolved greatly since its inception. Although there are concerns related to its widespread use in health care, best practice guidelines have been provided from multiple sources (Anesth Analg February 2024). Related topics, including the pitfalls of social media, will be discussed in this issue of the ASA Monitor. Using these recommendations as a guide, health care professionals can continue to leverage this powerful resource to effect change within medicine. Increasing access to mentorship for learners, medical trainees, and anesthesiologists from diverse backgrounds will help produce a well-rounded workforce that better reflects societal demographics.